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CVS Employee Advocacy Campaign



BRAND VALUE

CVS Health is an American pharmacy and healthcare company which is pioneering a bold new approach to total health by making quality care more affordable, accessible, simple, seamless and by helping people get well in body, mind and spirit.

BACKGROUND

In 2018, the giant retail chain launched its biggest beauty campaign dubbed "Beauty in Real Life," which featured a diverse cast of women from all over the U.S. in unretouched print and video imagery. The idea of the campaign was to highlight the connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women. CVS’ aim was to highlight an authentic and more realistic image of beauty for its customers by eliminating access to altering images in its stores. They felt women don't need to be photo-shopped. There is just so much more depth and substance. It makes women just feel better.

BUSINESS ISSUE


The "Beauty in Real Life" campaign got off to a resounding start but previous internal surveys indicated that majority of the employees felt abandoned by limited internal welfare policies and wanted to be more involved with the company's campaign processes; especially, this campaign since CVS represented a diverse set of employees. Overall, staff moral was down and they were less engaging.


COMMUNICATION PROBLEM



COMMUNICATION SOLUTION



TARGET AUDIENCE

Out of store employees with a social media account


TACTICS




Timeline:

SOLVING THE COMMUNICATION PROBLEM



KPIs (ENHANCING BRAND VALUE)


  • POST ENGAGEMENT: How many likes, shares, or retweets does an average post get

  • EMPLOYEE PERFORMANCE: How have organizational behaviors changed since the implementation of the campaign? Are employees more motivated? Do they take more initiatives?

  • WEBSITE TRAFFIC: Links from social media platforms.

  • REACH: How many people can see their messages, updates, and other content contributions in the social space

  • REDUCING COSTS & REVENUE IMPACT: Impact of campaign on cutting costs and driving revenue. Cost per conversion, cost per click compared to ads, conversions from paid ads compared to employee advocacy etc.)

  • COMMENTS: What are people saying about the brand?








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